A booming economy, the rise of the middle class, and celebrity endorsements – are some of the factors that have contributed to this rapid growth.
In India, people are willing to spend a third of their life savings on their big day which makes the designers to game in for the Big Fat Indian Wedding. Exposed to steady social media representations of grand celebrity weddings, the Indian millennial is more eager than ever to invest in bespoke weddings. Rajasthan is the most preferred location for weddings, while Goa and Kerala bag the second spot as the most popular destinations. The high increase in destination weddings is a boon for the hospitality industry and more importantly - the fashion industry.
The market is essentially being serviced by a host of low-profile, medium profile and high-profile planners who are packed with ideas and they hire the right people for the tasks - from food arrangements, flower arrangements to entertainment. Weddings are centuries old and have always been about splurging and keeping it grand. Some of the main aspects of the wedding industry are location and setup, catering and entertainment. But, undeniably, the most significant part is the wedding attire. It is safe to say that the wedding industry and the fashion industry go hand in hand.
There are three things in India that are recession proof – cricket, Bollywood and weddings. The wedding industry has become so lucrative over the years, that the designers who did not even specialize in wedding wear are leaning towards designing custom wedding attire. In the wedding-fashion scene, essentially the main Indian silhouettes are the sari, the anarkali and the lehenga. The challenge is to make them look different and creative.
After 2018 saw some of the most high-profile weddings: Ranveer-Deepika, Sonam-Anand Ahuja and Nick-Priyanka, the concept of bespoke wedding outfits sky-rocketed. Indian designers have been forced even harder to focus on the bridal and festive market. India is unique and traditional fashion is not just costume; it is affected by trends just as much as western wear is. The millennial bride is all about telling her narrative through her wedding outfit. Currently, soft shades are the most popular ones in wedding couture.
At the recently concluded couture shows, Tarun Tahiliani beautifully showcased blush pink, nude and powder blue while designers like Rahul Mishra were all about minty hues. With designers like Sabyasachi Mukherjee (often deemed the king of couture), Anita Dongre and Tarun Tahiliani among many other talented ones, wedding couture in the Indian fashion industry has become more than just a trend and is growing constantly.
In a recent interview with Deepika Padukone, Sabyasachi gave an insight into what goes into creating bespoke pieces and dressing up the millennial bride. The Bengali designer said, “Deepika knew everything about her wedding. She knew the colour of her outfit, she knew the jewellery that she wanted to wear, her flowers. She even knew the idly and the South Indian coffee that was going to be served to the guests. They flew down all the caterers from South India."
Deepika wore a red and gold Sabyasachi lehenga on her wedding day which was hand-stitched and beautifully embroidered. Ranveer’s regal sherwani was also a Sabyasachi creation.